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Holiday Packaging Wins Big for Miller Lite

MARIETTA, Ga. -- Miller Brewing Co. and Graphic Packaging Intl. developed an award-winning package for last season's Miller Lite holiday package. The special paperboard basket carrier featured 3-D holography that twinkled like a string of holiday lights, winning the brand and the design company the award for the Metallized Product of the Year from the Association of Industrial Metallizers, Coaters and Laminators.

"Miller wanted an exciting look that first captures the eye, then helps convert consumers from 'browsing' to 'purchasing' -- and that's exactly what our 3-D package does," said Roxanne McSpadden, manager of product marketing for Graphic Packaging.

The six-pack design consisted of holographic film laminated onto Aqua-Kote board at Graphic Packaging's lamination plant in Tuscaloosa, Ala., which was then printed at the facility in Golden, Colo.

Finished cartons were shipped to the glass manufacturing plant, where bottles were inserted in the package then shipped to the brewery, where the bottles were then removed, filled with beer and replaced in the package.

"The cartons had to be designed very carefully so they could go through this two-step packing process without damage to the carton and without any interruptions to the packing process," McSpadden said. "Once on store shelves, the holographic film patterns gave the package exceptional brilliance and depth -- they literally make consumers stop in their tracks."

The award was presented March 15 at the association's Winter Management Meeting in Austin, Texas.